Author: Rajkumar Venkatesan, Paul Farris, and Ronald T. Wilcox
Year of Publication: 2014
Publisher: Pearson FT Press
ISBN-10: 0133552527
ISBN-13: 978-0133552522
Summary:
“Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands-On Learning” provides a practical approach to understanding and implementing marketing analytics in real-world scenarios. Authored by Rajkumar Venkatesan, Paul Farris, and Ronald T. Wilcox, this book offers insights into using data-driven techniques to drive marketing decisions effectively. Through a series of case studies and hands-on exercises, readers learn how to leverage various analytical tools and datasets to optimize marketing strategies. The book covers topics such as customer segmentation, pricing optimization, predictive modeling, and digital marketing analytics. With a focus on actionable insights and practical applications, “Cutting Edge Marketing Analytics” serves as a valuable resource for marketers, analysts, and students looking to enhance their analytical skills in the field of marketing.